Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Journal of Studies in Academic, Humanities, Research, and Innovation
Fahmi Faturrahman
Unknown Affiliation
Religion Chemistry Economics, Econometrics & Finance Education Library & Information Science Mathematics Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Marketing Strategy And Creative Product Innovation On Coffee Business Marketing Performance Andi Alfianto Anugrah Ilahi; Mulyana Machmud; Hamida Hasan; Fahmi Faturrahman
Journal of Studies in Academic, Humanities, Research, and Innovation Vol. 3 No. 1 (2026): Vol 3 No 1 June 2026
Publisher : Ponpes As-Salafiyyah Asy-Syafi'iyyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71305/sahri.v3i1.1448

Abstract

This study aims to describe the role of marketing strategies and creative product innovation in improving marketing performance in coffee businesses. The approach used was qualitative with descriptive methods. Data were collected through in-depth interviews, observation, and documentation with coffee business owners and managers in Parepare City. Data analysis was carried out through the stages of data reduction, data presentation, and conclusion drawing. The results show that marketing strategies implemented by coffee business actors include the use of social media, improving service quality, and strengthening local brands as the main attraction for consumers. Meanwhile, creative product innovation is realized through the development of flavor variants, attractive packaging designs, and product presentations that emphasize cultural values ​​and regional characteristics. These two aspects support each other in improving marketing performance, as seen from the increase in the number of customers, consumer loyalty, and the positive image of coffee businesses in the local market. This study confirms that successful marketing performance depends not only on promotional strategies, but also on the ability of business actors to innovate creatively according to market needs and tastes. Thus, the integration of marketing strategies and creative product innovation is key to the sustainability and competitiveness of coffee businesses in the modern era.
Co-Authors Andi Alfianto Anugrah Ilahi Hamida Hasan